Culture and Business: How Can Cultural Psychologists Contribute to Research on Behaviors in the Marketplace and Workplace?
Cultural psychology has great potential to expand its research frameworks to more applied research fields in business such as marketing and organizational studies while going beyond basic psychological processes to more complex social practices. In fact, the number of cross-cultural business studies...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2020-07-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2020.01304/full |
| _version_ | 1818289075536265216 |
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| author | Takahiko Masuda Kenichi Ito Jinju Lee Satoko Suzuki Yuto Yasuda Satoshi Akutsu |
| author_facet | Takahiko Masuda Kenichi Ito Jinju Lee Satoko Suzuki Yuto Yasuda Satoshi Akutsu |
| author_sort | Takahiko Masuda |
| collection | DOAJ |
| description | Cultural psychology has great potential to expand its research frameworks to more applied research fields in business such as marketing and organizational studies while going beyond basic psychological processes to more complex social practices. In fact, the number of cross-cultural business studies has grown constantly over the past 20 years. Nonetheless, the theoretical and methodological closeness between cultural psychology and these business-oriented studies has not been fully recognized by scholars in cultural psychology. In this paper, we briefly introduce six representative cultural constructs commonly applied in business research, which include (1) individualism vs. collectivism, (2) independence vs. interdependence, (3) analytic vs. holistic cognition, (4) vertical vs. horizontal orientation, (5) tightness vs. looseness, and (6) strong vs. weak uncertainty avoidance. We plot the constructs on a chart to conceptually represent a common ground between cultural psychology and business research. We then review some representative empirical studies from the research fields of marketing and organizational studies which utilize at least one of these six constructs in their research frameworks. At the end of the paper, we recommend some future directions for further advancing collaboration with scholars in the field of marketing and organizational studies, while referring to theoretical and methodological issues. |
| first_indexed | 2024-12-13T02:06:31Z |
| format | Article |
| id | doaj.art-4d8074eed4774ab6a2df2dc3cead3ec2 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-13T02:06:31Z |
| publishDate | 2020-07-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-4d8074eed4774ab6a2df2dc3cead3ec22022-12-22T00:03:06ZengFrontiers Media S.A.Frontiers in Psychology1664-10782020-07-011110.3389/fpsyg.2020.01304509596Culture and Business: How Can Cultural Psychologists Contribute to Research on Behaviors in the Marketplace and Workplace?Takahiko Masuda0Kenichi Ito1Jinju Lee2Satoko Suzuki3Yuto Yasuda4Satoshi Akutsu5Department of Psychology, University of Alberta, Edmonton, AB, CanadaSchool of Social Sciences, Nanyang Technological University, Singapore, SingaporeSchool of International Corporate Strategy, Hitotsubashi University Business School, Tokyo, JapanSchool of International Corporate Strategy, Hitotsubashi University Business School, Tokyo, JapanDepartment of Psychology, University of Alberta, Edmonton, AB, CanadaSchool of International Corporate Strategy, Hitotsubashi University Business School, Tokyo, JapanCultural psychology has great potential to expand its research frameworks to more applied research fields in business such as marketing and organizational studies while going beyond basic psychological processes to more complex social practices. In fact, the number of cross-cultural business studies has grown constantly over the past 20 years. Nonetheless, the theoretical and methodological closeness between cultural psychology and these business-oriented studies has not been fully recognized by scholars in cultural psychology. In this paper, we briefly introduce six representative cultural constructs commonly applied in business research, which include (1) individualism vs. collectivism, (2) independence vs. interdependence, (3) analytic vs. holistic cognition, (4) vertical vs. horizontal orientation, (5) tightness vs. looseness, and (6) strong vs. weak uncertainty avoidance. We plot the constructs on a chart to conceptually represent a common ground between cultural psychology and business research. We then review some representative empirical studies from the research fields of marketing and organizational studies which utilize at least one of these six constructs in their research frameworks. At the end of the paper, we recommend some future directions for further advancing collaboration with scholars in the field of marketing and organizational studies, while referring to theoretical and methodological issues.https://www.frontiersin.org/article/10.3389/fpsyg.2020.01304/fullindividualism vs. collectivismindependence vs. interdependenceanalytic vs. holistic cognitionvertical vs. horizontal orientationtightness vs. loosenessstrong vs. weak uncertainty avoidance |
| spellingShingle | Takahiko Masuda Kenichi Ito Jinju Lee Satoko Suzuki Yuto Yasuda Satoshi Akutsu Culture and Business: How Can Cultural Psychologists Contribute to Research on Behaviors in the Marketplace and Workplace? Frontiers in Psychology individualism vs. collectivism independence vs. interdependence analytic vs. holistic cognition vertical vs. horizontal orientation tightness vs. looseness strong vs. weak uncertainty avoidance |
| title | Culture and Business: How Can Cultural Psychologists Contribute to Research on Behaviors in the Marketplace and Workplace? |
| title_full | Culture and Business: How Can Cultural Psychologists Contribute to Research on Behaviors in the Marketplace and Workplace? |
| title_fullStr | Culture and Business: How Can Cultural Psychologists Contribute to Research on Behaviors in the Marketplace and Workplace? |
| title_full_unstemmed | Culture and Business: How Can Cultural Psychologists Contribute to Research on Behaviors in the Marketplace and Workplace? |
| title_short | Culture and Business: How Can Cultural Psychologists Contribute to Research on Behaviors in the Marketplace and Workplace? |
| title_sort | culture and business how can cultural psychologists contribute to research on behaviors in the marketplace and workplace |
| topic | individualism vs. collectivism independence vs. interdependence analytic vs. holistic cognition vertical vs. horizontal orientation tightness vs. looseness strong vs. weak uncertainty avoidance |
| url | https://www.frontiersin.org/article/10.3389/fpsyg.2020.01304/full |
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